Overview

The definitive interactive ebook on breastfeeding

12,000 words of content written by specialists at Keel

Checked & verified by scientists

Fascinating content available across devices

Translated into 14 languages worldwide

Helping Medela engage better with Millennial mums


Medela's iconic yellow breast pumps have been the trusted choice of mums and healthcare professionals for more than fifty years. Now, with a generation of Millennials becoming mothers, Medela wanted to refresh, reposition and engage with their customers in new ways.

"The Keel team brought new insights that helped Medela to reimagine the way we engage with our target audience."

Skye Sanders
Head of Global Brand & Integrated Marketing Communications at Med
ela AG

What new mums really want


Medela wanted to relaunch their brand with a new strapline: Mother's Milk, Everyday Amazing. We wanted to create an engagement around it that would last longer than a campaign. What new mums really want is to get answers to their questions.


Meet The Amazing Science of Mother's Milk – a free interactive ebook packed with original content, did-you-knows, amazing facts and GIFs, all written in-house at Keel by our dedicated content team and checked and verified by scientists and lactation experts worldwide.


Designed for mobile, it's an interactive goldmine for new mums, driving their engagement with Medela earlier in the customer journey – from pregnancy – and already achieving exceptional dwell times.

The ebook

The animations

Brand stories, beautifully told.

Every brand is a story that needs telling. Keel are here to help you tell yours more effectively, more efficiently, more beautifully. To the audiences who matter, when it matters most.